Armstrong and Kotler (2010, p214) suggest that there are 3 factors involved in the creation of a strong brand: attributes, benefits, and beliefs and values. Although attributes and benefits can be easily copied by competitors (and in the case of Harley Davidson, there are many competitors in the heavyweight motorcycle industry with similar products), it is the beliefs and values of consumers that really build the strongest brands. But, in today’s market, even the strongest of brands need to be carefully managed to ensure that it maintains its value to the most important consumers – the customers.
A value proposition is “the set of beliefs or values it promises to deliver to customers to satisfy its needs” (Armstrong & Kotler, 2010, p9). With this in mind, it appears that the Harley Davidson value proposition begins with the company’s vision statement - “We fulfil dreams inspired by the many roads of the world by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality”... [continues]
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